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We live in a time when symbolism is of enormous priority. Memories are a particularly important part of the construction of individual identity and the subsequent relationships established, personal and with the loved brands. Previous research in psychology and neurosciences on negativity effect claims that negative events have more impact than positive ones. In an emotional context like the sports industry, being a fan has implications at all levels: psychological, mental and behavioural. Deepening the theme of memory from a psychological perspective, the present study theorises about the hypothesis of positivity effect in memory in the behaviour of sport fans in consumer neuroscience studies. Theoretical contribution and managerial suggestions are presented, in addition, as direction for further research.

There is limited research on how sports fashion brands should develop their strategies to enhance customers' virtual level of connectedness with companies, taking advantage of the recent expressive growth in social network users. Thus, a new structural model is proposed to analyse the drivers and outcomes of cognitive online brand identification (COBI). This study intends to explore in the sports fashion context (a) the effect of brand prestige and lifestyle congruency on cognitive brand identification, (b) the direct effect of cognitive brand identification on brand advocacy and (c) the indirect effect through brand love. Data were collected using a prolific panel from the United Kingdom and considering individuals that use at least one social media platform to search for and purchase sports fashion clothes ( n = 304). The findings indicate that online brand prestige and lifestyle congruency are related to COBI and its outcomes. Although the direct relationship between online brand identification and brand advocacy is not significant, brand love mediates this relationship. Thus, a sports fashion customer is able to forgive any mistake and recommend the sports brand to others, and love towards the brand should be part of the process.

Virtual Reality (VR) is a technology that creates fully immersive and virtual experiences and have been used to create virtual supermarkets and explore consumer behaviour on such alternate reality. The current study uses a VR scenario to analyse the effects of mental imagery, product involvement and presence on customer's emotions and on the customers purchase intention, during a virtual shopping experience. The proposed model was tested with 108 participants in the laundry detergent category on a VR scenario. Findings reveal that on a virtual setting, mental imagery has the most significant impact on emotions, whereas presence has a strong influence on the purchase decision. Yet product involvement has any effect only on emotions. Moreover, the obsession for laundry products highly decreased the effect of product involvement on purchase intention.

PurposeThe purpose of this paper is to offer a comprehensive overview of current research on customer behavior in the business-to-business (B2B) context and propose a research agenda for future studies. Despite being a relatively recent area of interest for academics and practitioners, a literature review that synthesizes existing knowledge into coherent topics and outlines a research agenda for future research is still lacking.Design/methodology/approachDrawing on a systematic literature review of 219 papers and using a text-mining approach based on the Latent Dirichlet Allocation algorithm, this paper enhances the existing knowledge of B2B customer behavior and provides a descriptive analysis of the literature.FindingsFrom this review, ten major research topics are found and analyzed. These topics were analyzed through the lens of the Theory, Context, Characteristics and Method framework, providing a summary of key findings from prior studies. Additionally, an integrative framework was developed, offering insights into future research directions.Originality/valueThis study presents a novel contribution to the field of B2B by providing a systematic review of the topic of customer behavior, filling a gap in the literature and offering a valuable resource for scholars and managers seeking to advance the field.

The current study investigates real-time marketing as one strategy for businesses to take advantage of this social and technologic ecosystem. The challenge of a more social and connected consumer is that they engage on online conversations, trends and things. The goal is to analyse the relationship among co-creation, user-generated content (UGC), brand equity and brand engagement. The proposed model revealed a good fit and proved the antecedent role of co-creation on UGC that, in turn, positively influence brand equity and engagement. This study proves that real-time marketing leads to situations of increased UGC—complementing previous findings—and it addresses the gap in the literature proving that real-time marketing leads to situations of increased brand equity and brand engagement.

This study aims to investigate the antecedents of participation in and satisfaction with social networking sites (SNS) based on extension of the Technology Acceptance Model. The model is tested on a group of 336 young adults who use Facebook frequently. The findings reveal that identification with the SNS and the degree of influence are two important drivers of the usefulness of the SNS, and in turn, lead to using it more frequently and encouraging others to join. Interaction preference can influence favourably the belief that the SNS is easy to use, however, ease of use does not seem to contribute significantly to individuals participating actively in SNS.

The relevance of smart speakers is steadily increasing, allowing users perform several daily tasks. From a commercial perspective, smart speakers also provide recommendations of products and services that may influence the consumer decision-making process. However, previous studies have mainly focused on the adoption of smart speakers, but there is a lack of proper guidelines that help design the way these devices should offer their consumption recommendations. Based on a stimulus-organism-response approach, we analyze how two features of smart speakers' recommendations (the gender congruence between the customer and the speaker, and the length of the message) influence on the effectiveness of such recommendations (i.e., visiting intentions) through its impact on user engagement and attitude. Data was collected from a sample of undergrad students in Spain using an experiment design that focused on a restaurant recommendation, and analyzed using partial least squares. On the one hand, our results suggests that gender congruence generates user engagement with the smart speaker. On the other hand, message length is positively related to attitudes towards the restaurant, at a declining rate. In addition, while better attitudes lead to higher visiting intentions, the influence of engagement on visiting intentions is partially mediated via attitudes. Thus, our findings contribute to understand the antecedents of users' engagement with smart speakers, as well as its impact on the customers' willingness to follow smart speakers' recommendations, constituting a base to analyze the impact of artificial intelligence solutions aimed to smooth the transitions of a customer through the stages of purchase process ; This research benefited from the Professorship Excellence Program in accordance with the multi-year agreement signed by the Government of Madrid and the Autonomous University of Madrid

This article aims to explore gamification tools in services and higher education environments and their role in creating student engagement. The research adopts a qualitative method based on quasi-experimental design. Participants from a higher education institution are exposed to gamification activities during a full semester. Researchers use the sentiment analysis (SA) technique based on a text-mining approach to analyse the data. Findings reveal that participants perceive gamification in service settings as a useful tool. The global SA reveals a positive sentiment about the gamification approach that contributes to increasing participants' engagement. This study's novelty arises from quasi-experimental research to measure gamification activities' impact on students' engagement, measured through SA of their opinions.

Purpose
This research paper aims to explore the concerns and determinants of travelers' behavior toward ChatGPT in the hospitality and tourism context. It also examines the weight of risk factors versus that of motivation and innovation characteristics influencing travelers' approach behaviors toward ChatGPT.

Design/methodology/approach
A cumulative prospect theory was used to determine travelers' responses to ChatGPT. This study, using a fuzzy-set qualitative approach, explored risk, motivation and innovation factors as determinants of approach behaviors for ChatGPT.

Findings
Findings revealed that risk, motivation and innovation factors were the key triggers of approach behaviors for ChatGPT. An intricate combination effect of the perceived risk, motivation and innovation characteristics was found, and the necessary predictors were determined.

Practical implications
The findings of this study will expand our current knowledge and offer practical insights for the development of ChatGPT in the hospitality and tourism sector.

Originality/value
This study makes a significant contribution to the existing literature by providing a nuanced understanding of the intricate interplay between the various factors that shape customer behavior in the context of technology adoption in hospitality and tourism studies.